Taxi aggregator Ola on Sunday announced its multi-channel campaign ‘Nahi rukega India to celebrate cashless India with an aim to help people ride cashless. The private transport company is all set to motivate people not to stop riding in the current scenario of demonetisation.
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Co-created with the creative agency Happy mcgarrybowen, it addresses the average Indian commuter, urging them to look on the bright side of change.
The campaign is led by a TV ad, complemented by print and digital ads that reinforce the campaign message of – India won’t stop. India will ride cashless. On TV, the message is delivered through a soft and poetic, but compelling style, while print and digital media seek to keep spirits up by running the campaign slogans in prominence.
This is appended by offers that promise cash-backs from partners such as HDFC Bank, a host of E-commerce and retail brands and of course Ola Money – Ola’s very own E-wallet.
“Ola‘s vision is to build mobility for a billion Indians, and this requires a deep understanding of the market,” said CMO and Head of Categories Ola, Raghuvesh Sarup.
“To make payments hassle-free, Ola is offering a range of payment options from cash to credit cards, debit cards and Ola Money, so that India can keep moving,” added Sarup.
“Ola has always believed in delivering progressive change to society. With this opportunity we wanted everyone to know Ola is there as a trusted partner through every journey we embark on as a nation,” said CEO at Happy mcgarrybowen, Kartik Iyer.
The ‘Nahi rukega India, cashless chalega India’ campaign is being run across media with a national as well as a hyper-local approach.
With operations in over 100 cities, the communication is via mass reach vehicles like TV, Print and Social, including vernacular languages and media.